Yellow Pages

Yellow Pages’ Weaknesses

• Used as a reference source only.
• Contains only ads; no editorial content to involve the reader.
• Passive: consumers don’t use Yellow Pages until they are ready to make a purchase. Doesn’t build top-of-mind awareness for advertiser, or “tug at emotional heartstrings” as the electronic mediums do.
• No competitive protection: competitors’ ads are on the same page. More than half (53%) of readers look at 4 or more ads.
• Inflexible: ad must be ready two or three months before publication, and will run a whole year. Therefore, advertisers cannot make crucial changes such as new address or phone number until the new book comes out a year later.
• Creative content is somewhat limited.
• Inconvenient: many directories are bulky and hard to store.

WLFI's Strengths

• Enables the advertiser to reach large, mass audiences with a single exposure.
• Presents both audio and video, combining sight, sound and motion draws the viewer in.
• Portrays a glamorous image for brand building.
• Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
• Commercials can be heard out of view of the TV set.
• People spend more time with television than any other medium.
• Can target specific demographic groups through program selection, and create an impact on popular culture.
• Delivers the ability to saturate a market with a particular campaign on a local basis.